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New Bicycle Warehouse location is Giant Partner Store

CHULA VISTA, CA — Bicycle Warehouse, a seven-store chain in San Diego County, is replacing one of its locations with a new one that was merchandised in cooperation with Giant USA.

The Giant Partner Store is in Chula Vista at 3513 Main Street, about two miles from its previous South Bay location. The new store has 3,645 square feet of showroom space. The Giant Partner Store designation means the business worked with Giant's merchandising team in developing the new store's presentation, layout, messaging, and color scheme.

"It's a great opportunity to work with Giant, who's been a terrific partner of ours for 20 years," said Debbe Simmons., who owns Bicycle Warehouse with husband Mike. "To collaborate with the creative design and merchandising teams made this process a great success. This allows us to carry the latest and greatest in Giant's technology in bikes and gear."

Reuben Hernandez, Giant USA's merchandising manager, said the team "wanted to bring a fresh approach to the store presentation and the wide open floor plan.

"The new warm colors and textures create a comfortable and inviting retail environment that's easy to shop."

All Bicycle Warehouse stores carry Giant. The new location has the Giant brand as the main focus with Giant bikes and gear making up 80 percent of the merchandise.

"Working with Debbe and Mike and their team at Bicycle Warehouse reinforces the strong partnership between our two brands," said Gregg Frederick, director of retail services for Giant USA. "That partnership grows each year. Their Chula Vista GPS store is another example of our commitment to growing our market share in San Diego and elevating cycling retail in the area."